广告英语文体与翻译u.ppt

English Advertisements Style,广告英语文体,广告英语文体的词汇特点,大众商品普遍使用口语体词语 特定商品适当使用高雅文辞 喜用褒义形容词 经常选用简短动词 妙用人称代词 灵活使用不定代词 大量采用复合词 酌情使用前,后缀 经常重复关键词语 即兴创造新词 巧妙借用外来词语,An ad. of a microwave oven 微波炉推销广告,“I couldnt believe it! Until I tried it!” “Im really impressed!” “Youve gotta try it!” “I love it!”,一. 大众商品普遍使用口语体词语,广告英语通常选用简单和常用的词汇,多用口语表达. 口语词汇通俗易懂,富有表现力,读起来朗朗上口,适合男女老幼和各个社会阶层,可达到家喻户晓之效果.,PETAL-DROPS: FOR THE GIRL WHO WANTS A PETAL-SOFT SKIN 花瓣露:献给希望肌肤细嫩如花瓣的姑娘,With Petal-Drops moisturising Bay-Essence, you can give your skin a petal-fresh softness and fragrance that will last and last the whole day through. Because Petal-Drops is a special blend of mild soapless oils, delicately perfumed herbal essences and the gentlest of toning agentsall combined with loving care to give that oh-so-good-to-be-alive feeling. Relax, Petal-Drop your way to a smooth, silky skin. Choose from two exciting fragrances; New Petal-Drops “Coriander”with its faintly spiced hint of seductiveness, or the classic Petal-Drips “Lavender”. 使用花瓣露润肤沐浴香夜,你的肌肤会如花般永远娇嫩,柔软,芬芳. 花瓣露是由柔性香皂, 芬芳馥郁的香料植物提取液以及至为柔和的调和物精调而成. 我们将爱心融入其中,诚意奉献,让你尽享生活无限美好.,二. 特定商品适当使用高雅文辞, 根据广告产品的不同档次,不同种类,以及对象的经济和文化层次等方面的差异,广告英语也需使用较高雅的书面体词,如文学体或诗词体.,床上用品广告,An unrivaled international collection of exceptional natural fibre bedding, clothing, intimate apparel and personal accessories, for discerning adults and some fortunate children.,各类常用的形容词:,食品广告: fresh, tender, juicy, delicious, etc. 化妆品: lovely, smooth, soft, fresh, gentle, exciting, etc. 其他: new, super, good, wonderful, great, supreme, special, free, ideal, satisfying, amazing, unbelievable, etc.,New 是广告英语中使用最多的一词. The new digital era. (索尼影碟机) The choice of a new generation. (百事可乐) Good/better/best几乎可以用来修饰任何产品. Good to the last drop. (麦斯威尔咖啡) Tastes good. Feels Good. (原味麦片),三. 喜用褒义形容词, 英语广告经常大量使用褒义色彩浓厚的评价性形容词, 以期使广告所介绍的内容或传播的信息在消费者心目中树立一个模糊而美好的形象,从而达到促销的目的. 旨在赢得人们好感的最常见的褒义形容词有: delicious, latest, up-to-date, fragrant, attractive, complete, charming, comfortable, gentle, wonderful, first-rate, long-lasting, ideal, unique, perfect, superior, etc.,Getting places in the business world is easier if your banker is there to meet you.(银行广告) Why buy just a boat, when you could buy a CHRISCRAFT. (游艇广告),四. 经常选用简短动词, 英语广告经常使用一些单音节或字母较少的简短动词,如用get代替obtain,用buy代替purchase,用use代替utilize, 以使广告语言生动,内容一目了然.,We made this watch for you to be part of your lifesimply because this is the way. We always make watches. And if we may draw a conclusion, it would be this: Choose once and choose well.,手表广告,香水广告,She usually complaints about my anniversary gifts, but this year she is going to smile.,五. 妙用人称代词, 为了增强消费者的参与感,英语广告还频频使用人称代词,如第一人称通常被用来指代广告商,第二人称指代消费者,第三人称指代读者熟悉或能理解的人.,手表Timex广告,Give a Timex to all, to all a good time.,钟表Alba Quartz广告,None is more amazing than Alba Quartz.,六. 灵活使用不定代词, 广告商为了迎合消费者普遍存在的从众心理,有时选用all, everyone, none, nothing等表示 “全体”范畴意义的不定代词,以体现某一商品的超凡特性或已被大多数消费者广泛使用.,长途电话广告,Do you know when you can save 35% or even 60% on out-of-state phone calls?,医疗仪器广告,If you were designing a state-of-the-art cell sorter (细胞分类器), which features would you need?,七. 大量采用复合词, 由连字符号连接的各类复合词言简意赅,构词方法灵活简便, 在英语广告中一般起修辞作用. 这些词比较灵活多变,不受词序排列上的限制,具有旺盛的生命力.,广告英语中,常用复合词的构成方式主要有以下几种类型:,Adj.+N. high-fashion knitwear, short- term goal N.+ Adj. brand-new, feather-light flakes V-ing+Adj. piping-hot, sparking-clean N.+V-ed home-made, honey-coated Adv.+V-ing fast-foaming, best-selling N.+V-ing hand-fitting, record-breaking Adj.+V-ing best-looking, fresh-tasting,前缀,Super-是广告英语中使用最多的前缀,表示 “超”等意. 对词根的语义加以修饰或限制. Superactive 【医】强效的,效力超常的,后缀,-ex一般被认为源自excellent一词，经常直接被许多词采用。 cutex(指甲油商标)，kleenex(餐巾纸商标)和Rolex(手表商标)等。 -y构成的新词则表示 “有点的”，“有色彩或特征的”等意义，具有浓厚的口语色彩，通俗，亲切。 bubbly beer, milky flavor, silky-fabric, toasty-bread等。,八. 酌情使用前,后缀, 英语广告有时还酌情使用一些前缀和后缀,以构成新词或商品名称。虽然此类情况并不太多,但确实大大增加了广告语言的表现力。,可口可乐广告,Things go better with Coca-cola. Enjoy Coca-cola.,旅游公司广告,Free Hotel! Free Meals! Free Transfers! For a free “stay-on-the-Way” in Amsterdam, you can rely on KLM.,九. 经常重复关键词语, 广告不仅必须具备劝购功能(persuasive power)，还需兼备注意价值(attention value)和记忆价值(memory value)，使人能随时想起某类商品的名称和特点。 为此，英语广告所重复的词既有商品名称，又有一些最能体现某一商品特征的词汇，以加强语气，向读者 “渗透”广告内容。,鸡蛋广告,We know Eggsactly How to Sell Eggs. (Eggsactly=Exactly),果汁广告,Come to Our Fruice. (Fruice=Fruit Juice),麦当劳广告,Im lovin it. (lovin it = love it in heart),十. 即兴创造新词, 为了吸引消费者，广告商或以构词法模仿，或用谐音的拼法变体等手段，杜撰新词怪词，乃至错别字，以求标新立异，离奇醒目，增强广告的 “记忆价值”，“审美价值”，“情感价值”，从而给产品极其广告以极大的魅力。,模拟生造法 Coinage The orangemostest drink in the world.,(orangmostestorange+most+est，,广告英语模拟新词主要有以下几种方法:,SINGAPORE AIRLINES 新加坡航空公司广告,When youve been voted best airport in the world two years in a row, what do you do for an encore? Create an Airtropolis,Airtropolis= air+(me)tropolis.,2. 创新词组法 随着科学技术的不断发展,英语新词不断出现, 例如： lasercomp(电脑激光照排) fax(传真) laser printer(激光打印机) camcorder(手提摄象机) flat-screen television(平板电视) transistor(半导体收音机) clock- radio(钟控收音机) mini-car(微型汽车),同时,在创新词的同时,有些模拟短语也出现了。如: First of all, because of now Yoplait is thicker, Second of all, because its creamy. Third of all, because its still 100% natural and really very good for you,3.错拼创新法,有些广告语言玩弄文字游戏，利用倒拼， 错拼来造新词。美国有一种奶粉(Milk)，它的牌子叫 klim，是把milk倒拼而成的， 这在修辞上称为回文(chinasmus)，回文有时还应用词序的回环往复来激发读者的兴趣。如: So when he cant find his way home, home can find its way.,4.简化拼写法,简化拼写实际上就是紧缩某些词, 通过简写来突破形态方面的一些框框, 另人产生诧异之感. 简化拼写可以从以下几方面进行: (1) 首字母缩略 (2) 部分缩略 (3)拼缀法,(1) 首字母缩略 大部分字母缩略词能体现幽默亲切色彩。 如: RC(美, 饮料) Royal-Cola; OIC(眼镜广告) O, I see! LP(密纹唱片) Long-playing records; A/C air conditioning (空调),(2) 部分缩略 部分缩略词, 容易上口, 简洁有力, 其使用的目的在于力求简单明了地表达说话人的态度. 如: FantasiaFanta(美) 汽水) MirrorMirro(美) 除垢剂) PepsinPepsi(美) 饮料),(3)拼缀法 实际上是复合词的一种简化拼写形式, 由拼缀法构成的新词也往往具有诙谐幽默的情感色彩. 如: Clinique Clean liquid(一种化妆品) Quink Quick drying ink(美)快干墨水) Teasmade Tea is made(英)电茶炊),5. 虚构复合前置修饰语法,这种虚构词法并非广告英语所特有，在现代英语语法中也有类似情况。如： I visited his what-do-you-call-it cottage.,在广告英语中，对这种复合前置修饰语的创新和虚构更大胆更灵活。如： At just over $100 per person per day, our thrill-of-a-lifetime trips are cheap.,6. 借用俚语和外来语法,有些商品为了出口，体现异国风味，故意使用一些外来语。 如: Perrierwith added je me sais quoi. 这则用英语写成的法国饮料广告中用了 “je ne sais quoi” 意为 “I dont know that.” 用在此广告中能表明此饮料有正宗的法国风味， 有利于它的外销。,7.利用X的前后缀法,近二十多年来，西方商品市场以英文字母X结尾的商标逐渐多了起来，制造商们的目的是利用X作为后缀的悦耳发音及其表示“未知数” 的奇妙语义，给消费者留下此种商品品味高级且神秘莫测的双重印象。如：20世纪80年代初，斯考特纸业公司（Scott Paper Company）一改以往的多品牌策略，将它的卫生纸卫生巾餐巾纸厨房纸巾等产品都统一在Scottex的品牌下，产品包装和标识也完全统一。Scottex 产品针对欧洲各国的标准化广告顺利地越过边境线，被国外消费者接受，销量大大增长。,（8）音义合璧汉译法,对于“字音相似字义物”的外来商标，可用音义合璧汉译广告创新词。下面是一些具体的例子： （1）电器: Kenwood (健伍）Konka（康佳电子）Xerox（施乐复印机）Cannon（佳能复印机） （2）交通工具：Jetta(捷达）Peugeut(标志）Citroen(雪铁龙）Mazda（马自达） （3）照相器材：Ricoh(理光）AGFA（爱克发） （4）鞋类：Nike(耐克）Peak(匹克） （5）服装：Puma（标码）Virtune(富绅）Choose（乔士）Goldlion(金利来）,十一巧妙借用外来词语,随着世界贸易业的不断发展，各国的许多商品都是直接由外国进口，或虽由本国生产，却富有外国风味。广告英语中常出现外语字眼，以体现商品所拥有的异国风味或较高质量，吸引消费者的注意。例如： Order it in bottles or in canners. Perrierwith added je ne sais quoi （I dont know what),广告英语文体的句法特点,一普遍使用简单句 遵循KISS（Keep It Short and Sweet) 原则,如： Coke adds life.(可口可乐）,Honda has always made good cars. People love them. ( 日本本田公司汽车广告） Buy one pair。Get one free. (太阳眼镜广告）,Make this Sunday a fun day. (旅游公司广告） Be one of the 1,200 faster families in America.(汽车广告） Say YES to Electrolux-cleaner, better, faster. (Electrolux 牌吸尘器广告）,二经常采用祈使句,三频繁使用疑问句,频繁使用疑问句 如： How to get 100 watts of light for only 44 watts of electricity? (家用电器）,How can you succeed in Europe if you arrive tired and sixty minutes behind your competition? Next time use London city airport. (航空公司广告）,四大量使用名词性词组,名词性词组是以名词为中心词（head word)的词组，通常由限定（determiner)与名词中心词构成，并且还可带有其他修饰语（modifier)。在广告英语中，它则由修饰语与名词中心构成，并且并选择使用前置修饰语（premodifier)的情况最多,Fully styled outdoor jacket. （服装广告） Easy-to-use portable electric cloth groomer(电熨斗广告),五酌情使用条件句,If you suffer from indigestion, this is something you want to know.(营养食品广告）,六灵活使用引语,“I absolutely refuse to have damaged hair! And now I dont have to. I have handfuls of shiny, healthy-look hair. Because I finally got my hair dresser to tell me his secretInfusium23。”,七大量采用省略句,At last! Warmth and comfort without electricity! Imagine! No bulky coils or dangerous wires.(床垫广告),八频繁使用并列的短语结构,To laugh. To love. To understand each other. In China. For China.,九较多使用分离句,Paintex gives you a smooth and shining finish that lasts. And lasts. 这是一则油漆广告出现的分离句，该句在一般英语中应为：Paintenx gives you a smooth and shining finish that lasts and lasts. 但在此却使用句号把And lasts 与前面分开，有效地突出了该油漆效果持久的优良品质。,广告英语文体的比较,广告英语文体主要有： 记实体 小说体 诗歌体 对话体 散文体,1、记实体,常常采取开门见山的方式，直接讲述或表明广告的宗旨，有的运用大量的篇幅来讲述产品的性能、优点、使用说明等。 To make your car go faster call Matthew Cory on 071-415-1338. Deadline: Thursday 12 noon.,2、小说体,这种文体通过生动的情节、感人的语言来打动读者或消费者，就像一个故事，包括人物、情节等。 这种文体可做任何内容的广告。,When we were shopping around, my husband tried to convince me we could get something just as good as a Maytag for less money, says Mrs. Kathy Kirk, Charleston Sleights, South Carolina. But I had grown up with a Maytag Washer and wouldnt settle for anything else. Well, that machine has really taught us a lesson about value, it saw both Mike and Chris through diapers. Nowadays it keeps busy with jeans, shirts, sneakers, and all the other growing boys dirty up to fast. Not to mention that rest of the family wash. Nine or ten loads a week is about average. In spite of such hard use, we havent called the repairman once in fifteen years. About a year ago a spring somewhere down under the tub came loose, but Bill fixed it in a few minutes. While he was at it, he also put in an new belt which cost $3.00. Today you can get Net Generation Maytags with all the latest features. A washer with giant-capacity tub. A Maytag Halo-of Heat Dryer with Electronic Control. Both have Maytags special Permanent-Press Cycle. We dont say all Maytags will equal the record Mrs. Kirk reported. But dependability is what we try to build into every Maytag. ( The Maytag Company),3、诗歌体,往往通过诗的语言、生动的意象和对称的语句，向读者描绘出一幅动人的画面，让读者在欣赏诗情画意的广告时，对该产品也产生一种强烈的认同感。,Its time for your workout. Time to forget everything else. Time to get away and get some perspective. Its time to put on your shorts and T-shirt. (so what if its the same one you wore yesterday) Time to stretch, time to settle into the seat. Its time to row. Its time that you spend for your body for fitness, for health, for fun, for the rest of your life. Its time well spent. A sufficient, satisfying workout for your whole body. One of the best decisions you ever made was to buy a Concept .,4、对话体,以对话形式出现的广告。,Ad Agency：How about a beautiful sh